It is very rare that a government does something that delights the average Joe, so it was a big surprise when the Federal Trade Commission implemented the DO NOT CALL registry. Americans simply loved it and approximately 60 million phone numbers have been listed. In the opinion of iProceed, the reason that all numbers have not been registered yet is not because that people love to receive telemarketing calls; it is just that these folks are either clueless or careless.
It is important to note the response of the telemarketing industry, which was never very popular among consumers in the first place, (despite the fact that Americans did buy stuff over the phone - either it was a great deal or the telemarketer happened to call exactly at the time you were thinking of buying something): they decided to sue citing all kinds of reasons, but in particular, that it was their First Amendment right to bug their potential and existing customers whenever they wanted. Not the most positive way to create value for your customers and to develop long term relationships with your customers based on trust and respect. Fortunately, the matter is now settled for good. The US Supreme Court upheld the registry. But the industry has not apologized to the consumers for making them suffer all these years and for such a hostile attitude. Lisa DeFalco, the outgoing chairwoman of the American Teleservices Association was defiant after the ruling, "We remain confident that our position, if heard (by the Supreme Court), would have been favored." If there was even a little bit of sympathy left for the industry among American consumers, such comments make sure that the demise of the call center business in the US is near.
What can other businesses learn from the structural changes in the call center business?
It is important to note the response of the telemarketing industry, which was never very popular among consumers in the first place, (despite the fact that Americans did buy stuff over the phone - either it was a great deal or the telemarketer happened to call exactly at the time you were thinking of buying something): they decided to sue citing all kinds of reasons, but in particular, that it was their First Amendment right to bug their potential and existing customers whenever they wanted. Not the most positive way to create value for your customers and to develop long term relationships with your customers based on trust and respect. Fortunately, the matter is now settled for good. The US Supreme Court upheld the registry. But the industry has not apologized to the consumers for making them suffer all these years and for such a hostile attitude. Lisa DeFalco, the outgoing chairwoman of the American Teleservices Association was defiant after the ruling, "We remain confident that our position, if heard (by the Supreme Court), would have been favored." If there was even a little bit of sympathy left for the industry among American consumers, such comments make sure that the demise of the call center business in the US is near.
What can other businesses learn from the structural changes in the call center business?
- Even if it is legal, and in your opinion ethical to do something, do not do anything that your customers do not like/want. Along the same line, if customers still give you their business but hate you, it does not mean that they approve of your business practices. You are still in trouble. As soon as customers are empowered (as a change in regulation did in the case of telemarketing calls), they will dump you in no time.
- With increasing levels of advertising and pressure to buy something every waking moment of one's life in America, you need to tone down your message. You need to be subtle and less pushy and more creative.
- Since customer service continues to decline in America, here is a great opportunity for you to differentiate yourself. Wow your customers with exceptional service and you will win.
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